Citi Cards and FreeCause Raise Funds During National Breast Cancer Awareness Month, Launch Social Networking Campaign to Benefit Susan G. Komen for the Cure® : Campaign to reach the more than 5 Million Pink Ribbon Community Members on Facebook

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Citi Cards, the world’s largest provider of credit cards, has teamed with FreeCause, a Boston-based firm that connects leading brands with social networks, to launch a first-of-its-kind campaign on Facebook with the goal of raising $250,000 during October, National Breast Cancer Awareness Month, to benefit Susan G. Komen for the Cure. A long-time supporter of Komen for the Cure, Citi will donate $50 to the organization for every approved Citi credit card application submitted through the Pink Ribbon community, Facebook’s largest affinity group with over 5 million members.

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Our goal was not to ask anyone to give money, but to raise money by using applications that people normally use in their everyday lives. Our Pink Ribbon toolbar and shopping application raise money just by having members search and shop online. Now members can also raise money by getting a Citi credit card.

Funds raised will be directed to one of two innovative Komen for the Cure programs: 1) a scholarship fund to benefit children who have lost a parent to breast cancer, and 2) research targeting aggressive forms of breast cancer, including those that strike younger women. "This is an amazing opportunity to help Susan G. Komen for the Cure achieve two very important goals while at the same time providing real value to members of the Pink Ribbon community," said Liza Landsman, executive vice president, Citi Cards. "This campaign uniquely mobilizes the community around a tangible goal, showcasing how everyone can make a difference by being affiliated with an organization that is actively working to find a cure for a disease that has affected far too many loved ones."

Pink Ribbon members will also be encouraged to share their stories on why they are "passionately pink for the cure" and post them on the Pink Ribbon wall at This site will also will feature campaign updates through mini-news feeds as well as provide a link to, where they can apply for a credit card.

A Pink Points game will reward other activities, including recruiting new people into the Pink Ribbon community, downloading a Citi/Komen Pink Ribbon toolbar, and completing a Citi credit card application. Points accrue for a drawing at the end of the campaign where winners will receive an iPhone 3G.

"We started Pink Ribbon a year ago as a way for my friends and me to raise money for breast cancer since it had recently affected a family member," says Matt Adkisson, CEO of FreeCause. "Our goal was not to ask anyone to give money, but to raise money by using applications that people normally use in their everyday lives. Our Pink Ribbon toolbar and shopping application raise money just by having members search and shop online. Now members can also raise money by getting a Citi credit card."

Adds Karen Webster, president of Market Platform Dynamics, FreeCause advisor and breast cancer survivor, "FreeCause has organized nearly 5 million people who recognize the importance of finding a cure for a disease that affects our mothers, our daughters, our sisters, our aunts and even ourselves. Their approach to leveraging the everyday habits of the community to raise money for a cause that is near and dear to so many is so powerful, so effective and so important, especially in these difficult economic times."

About Citi

Citi, the leading global financial services company, has some 200 million customer accounts and does business in more than 100 countries, providing consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, and wealth management. Citi's major brand names include Citibank, CitiFinancial, Primerica, Smith Barney, Banamex, and Nikko. Additional information may be found at or

About FreeCause

As a global industry leader, FreeCause is dedicated to providing cutting-edge engagement solutions that help to unlock the value of constituent relationships for the benefit of nonprofit and for-profit organizations and other affinity based groups.

About Susan G. Komen for the Cure®

Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Today, Komen for the Cure is the world's largest grassroots network of breast cancer survivors and activists fighting to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Susan G. Komen Race for the Cure®, we have invested more than $1 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit or call 1-877 GO KOMEN.

About Market Platform Dynamics (MPD)

MPD is a boutique management consulting firm that ignites catalyst businesses by leveraging new technologies, business models and pricing strategies. MPD has a wealth of experience within industries that are characterized by complex ecosystems, including payments, mobile/telecoms, digital and advertising-supported media, and software-based businesses. MPD works with both incumbents and new entrants, offering a unique lens into the dynamics that shape the competitive playing field. In addition to traditional consulting-based services, MPD's Catalyst Ventures provides intellectual and human capital to new firms. MPD's experts include economists, econometricians, product development specialists, and strategic marketers who apply cutting-edge business theory and statistical methods to the practical problems of building and growing a profitable catalyst business. MPD is headquartered in Cambridge, MA, and has offices in London, Shanghai and Hong Kong.

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